Adoption In The Enterprise

08 Aug

In the past a few years, the term “Web 2.0” has found its way into business. Web 2.0 is best described as a combination of new technologies (like web services, AJAX, RSS, mashups), new types of applications (social software, wikis, blogs, social networking), new patterns of interaction, and new principles of organization (participation, wisdom of crowds) as well as new business models such as long tail, webtop and so on. Likewise, the term “Enterprise 2.0” has emerged for the use of Web 2.0 applications and technologies in enterprises including the organizational change in enterprises, which accompanies the technical innovation (A Comparative Study on the Use of Web 2.0 in Enterprise 2009).

It is apparent that many organizations’ initial exposure to social networks has been through responding to the reality of their staff using public social networks while at work. With the development of modern technologies, social network tools and Web 2.0 applications are adopted in various organizations and enterprises. As a consequent, business values of enterprises can be benefited from social networks, which include quicker access to expertise and resources, swifter innovation, enhanced collaboration, more effective leadership development, and better morale (Implementing Enterprise 2009). The connection through Web 2.0 applications in certain enterprise can be represented in the following picture.

There are examples of companies using Web 2.0 to achieve enterprise objectives or organizations using Enterprise 2.0 principles in a significant way.

Enterprise 2.0 in Action 1: Deloitte LLP has implemented a variety of Web 2.0 initiatives over the last several years. In January 2007, an internal group built a business case for creating an internal social networking tool, which was designed to be similar to Facebook, using benefits such as more effective virtual team work, easier implementation of flexible working arrangements, increased retention, and faster integration of new employees. The system was approved and built on the firm’s SharePoint platform.

Enterprise 2.0 in Action 2: Serena Software is a privately owned company providing application development tools. It has close to 1000 employees working out of 29 offices, though over one third works from home. The company established “Facebook Fridays,” when staffs were tasked to spend one hour of their working day maintaining their Facebook pages. A set of simple guidelines were established after consultation with the company’s legal department. Over 90% of employees are on Facebook and connected to their colleagues. The sales team regularly use Facebook to build relationships with their clients and prospects.

Both of these two enterprise examples utilize online collaboration to connect people. It becomes clear that companies using Web 2.0 technologies have developed a new way of bring technology into business.


  1. Tim O’Reilly. 2005. What Is Web 2.0.
  2. Wikipedia. 2010. Web 2.0.
  3. Andrew P. McAfee. 2006. Enterprise 2.0: The Dawn of Emergent Collaboration.
  4. Ross Dawson. 2009. Implementing Enterprise 2.0.
  5. Fuchs-Kittowski, N. Klassen, D. Faust, J. Einhaus. 2009. A Comparative Study on the Use of Web 2.0 in Enterprise.

Posted by on August 8, 2010 in Enterprise 2.0, Weekly Post


6 responses to “Adoption In The Enterprise

  1. Ross Dawson

    August 8, 2010 at 11:13 pm

    Thanks BianYang.

    The website for my book Implementing Enterprise 2.0, including free downloads, is here:

    I’d appreciate an attribution and link for the image.

    All the best!


    • bianyang

      August 18, 2010 at 2:11 pm

      Thanks Ross Dawson
      I am really interested in the social networks in the enterprise. It becomes clear that social networking tools and web applications provide a new way or platform for people to work together. Do you have any idea about the next generation of social networks, beyond Wikis, Facebook and Blog…
      Thanks for commenting!

  2. Xin Zhao

    August 22, 2010 at 2:54 pm

    Web2.0 is a abstract concept. Enterprise 2.0, a use of web2.o, is easy to understand. Furthermore, the chart make us realise the process of web2.0.

    • bianyang

      August 24, 2010 at 3:03 pm

      Thanks, Zhao.
      It is apparent that Enterprise 2.0 is all about the utilization of web based applicaitons in organizations and enterprises. In order to create much more productivities, many Weg 2.0 tools are using in the enterprise.
      Thanks for commenting.

  3. Geng Gao

    August 23, 2010 at 11:31 am

    Great Job
    The image describe the structure of the connection through Web 2.0 applications in certain enterprise very well as long as your contxet.

    • bianyang

      August 24, 2010 at 3:06 pm

      Thanks Gao.
      It is really a impressive image to show the connection of using Web 2.0 applications in the enterprise.
      Thanks for commenting


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